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Market Insights Snapshot
In May 2026, Heartland Holistics concentrated 56.47% of sales in Topical, where year-over-year declined 52.92% and month-over-month fell 14.61%, while Concentrates expanded to 32.12% share on a 111.50% month-over-month surge despite no year-over-year baseline. Capsules held 6.38% share with a 3,464.58% year-over-year jump but dropped 40.49% month-over-month, and Pre-Roll reached 5.03% share with a 368.64% month-over-month increase from a small base; combined with an 18.95% increase in average price and a -16.76% brand sales year-over-year result, the mix indicates a pivot from a shrinking Topical core toward higher-priced, faster-moving extensions. Given a Topical rank of 6 in Missouri and Topical’s month-over-month contraction alongside explosive but nascent gains in Concentrates and Pre-Roll, the immediate pattern implies reliance on Topical is diluting growth while newer categories are carrying incremental momentum.
The shift toward Concentrates’ 32.12% share with a 111.50% month-over-month lift, plus Pre-Roll’s 368.64% month-over-month spike, suggests Heartland Holistics is repositioning around potency-led and trial-friendly formats, while Topical’s 52.92% year-over-year decline and 14.61% month-over-month drop signal weakening pull in its historical anchor. With average price up 18.95% against a -16.76% year-over-year sales decline and a Topical rank of 6 in Missouri, the mix implies price and format variety are improving basket value but not yet offsetting Topical attrition, so the brand’s near-term positioning depends on scaling Concentrates and stabilizing Topical to convert share gains into sustained revenue.
Competitive Landscape
Heartland Holistics sits at rank #6 in MO Topical in May 2026, down 2 positions from #4 year over year, and unchanged from #6 in February 2026, while still trailing its peak of #3 reached in January 2025; by contrast, Drool climbed from #5 to #4 and Vlasic Labs advanced from #6 to #5, whereas category leader Mary's Medicinals held #1 year over year despite a -5.7% sales decline. The flat three-month position at #6 alongside a two-rank YoY drop implies Heartland Holistics is stabilizing quarter to quarter but ceding medium-term share to upwardly mobile mid-pack rivals, signaling a need to counter incremental gains from brands advancing 1–2 ranks.
Notable Products
Sativa Blend FECO (1g) posted the largest month-over-month gain at 247.1% and reached rank 7, while Hybrid Feco Capsules 2-Pack (100mg) fell 61.7% to rank 9, indicating volatility concentrated away from patches. Topical patches still occupied 6 of the top 10 SKUs with mixed trajectories: 12hr Extended Release FECO Transdermal Patch (50mg) rose 6.5% to rank 1 and CBD/THC 1:1 High Dose Transdermal Patch (35mg CBD, 35mg THC) jumped 66.2% to rank 10, but the CBD/CBN/THC 1:1:1 Night Time Transdermal Patch (25mg CBD, 25mg CBN, 25mg THC) dropped 28.3% at rank 2 and FECO Transdermal Patch (60mg) declined 29.0% at rank 3. Concentrates surged in May 2026 as Indica Blend FECO (1g) rose 62.8% to rank 6 alongside the outsized Sativa Blend FECO (1g) gain, suggesting incremental dollars are shifting toward ingestible FECO formats rather than solely transdermal solutions. The product mix implies Heartland Holistics is tilting toward FECO-led efficacy segments where rapid share swings can be captured, while maintaining a patch-led base that requires targeted support for nighttime and high-milligram variants.
Top Selling Cannabis Brands
Data for this report comes from real-time sales reporting by participating cannabis retailers via their point-of-sale systems, which are linked up with Headset’s business intelligence software. Headset’s data is very reliable, as it comes digitally direct from our partner retailers. However, the potential does exist for misreporting in the instance of duplicates, incorrectly classified products, inaccurate entry of products into point-of-sale systems, or even simple human error at the point of purchase. Thus, there is a slight margin of error to consider. Brands listed on this page are ranked in the top twenty within the market and product category by total retail sales volume.
